BTEC Assignment: HND Unit 30 Internet Marketing

In this assessment you will have the opportunity to present evidence that shows you are able to:

Task no.

Evidence (Page no)

LO1

Understand marketing through the internet.

1.1

Explain the elements of internet marketing

1.2

Explain the elements of internet marketing

1.3

Compare internet marketing tools –e-tools

1.4

Examine interactive order processing

LO2

Be able to use the internet for promotion using digital Marketing communications.

2.1

Demonstrate the mechanics of search engine marketing

2.2

Write the copy for a suitable opt-in email marketing newsletter

2.3

Follow guidelines for best practice in online public relations

2.4

Demonstrate how businesses can use new digital media communities, eg file-sharing sites

LO3

Be able to produce market research to support customer relationship management

3.1

Conduct secondary market research

3.2

Design an online survey

3.3

Demonstrate the use of electronic customer relationship marketing

LO4

Be able to design an internet marketing plan

4.1

Conduct secondary market research

4.2

Create a presentation on pay per click advertising.

In addition to the above PASS criteria, this project gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades

Grade Descriptor

Indicative characteristic/s

Contextualisation

M1 Identify and apply strategies to find appropriate solutions

Effective judgements have been made. An effective approach to study and research has been applied.

To achieve M1, you need to Identify and apply strategies to find appropriate understanding of marketing through the internet.

M2 Select / design and apply appropriate methods / techniques

Appropriate learning methods/techniques have been applied.

To achieve M2, Select/design and apply appropriate methods/techniques to use the internet for promotion using digital marketing communications in the context of chosen company.

M3 Present and communicate appropriate findings

Communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.

To achieve M3, the report will have been appropriately structured to present and communicate with the required use of Harvard referencing style and formatting. In addition, you are required to use academic English and business terminology accurately.

D1 Use critical reflection to evaluate own work and justify valid conclusions

Conclusions have been arrived at through synthesis of ideas and have been justified.

To achieve D1, you need to use critical reflection to evaluate own work while producing market research to support customer relationship management.

D2 Take responsibility for managing and organising activities

Activities have been managed.

To achieve D2, you will have demonstrated responsibility for managing and organising activities in designing an internet marketing plan.

D3 Demonstrate convergent /lateral / creative thinking

Relevant knowledge gained from previous units has been incorporated in this unit, to demonstrate a synoptic understanding of the business environment.

To achieve D3, you would have demonstrated ability to suggest creative solutions, develop conjectures, hypotheses and suggestions through a logically-driven thought process, while also incorporating knowledge from previous units, texts and academic literature.

Scenario

Internet marketing comprehends all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity with increased market share.

As a newly appointed marketing manager for any of your chosen company, you are required to research and design an internet marketing plan by drawing up all the steps involved.

Prepare a report, which should comply with the word count of 3500 with +/- 10% margin. You may use tables and diagrams to support your report to illustrate the text. Your work must be supported with research and referenced using the Harvard referencing system.

In your research report, you need to address the following in the context of your selected organisation:

Task 1: (LO 1: AC 1.1, 1.2, 1.3, 1.4)

Internet marketing refers to the application of marketing principles and techniques via electronic media and more specifically the internet and the use of the complex interactive digital media which comprise the tools of internet marketing.

(AC 1.1) Explain the elements of internet marketing

(AC 1.2) Evaluate the internet marketing mix

(AC 1.3) Compare internet marketing tools –e-tools

(AC 1.4) You also need to examine interactive order processing such as order processing, online confirmation and delivery information, tracking of order, delivery, data integrity and security systems.

Task 2: (LO 2: AC 2.1, 2.2, 2.3, 2.4)

Search engine optimization (SEO) is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) -including Google, Bing, Yahoo and other search engines.

(AC 2.1) Demonstrate the mechanics of search engine marketing.

(AC 2.2) Write the copy for a suitable opt-in email marketing newsletter and follow guidelines for best practice in online public relations.

(AC 2.3) Follow guidelines for best practice in online public relations.

(AC 2.4) you need to demonstrate how businesses can use new digital media communities, e.g. file-sharing sites.

Task 3: (LO 3: AC 3.1, 3.2, 3.3)

Data from customer relationship management (CRM) can be used to support internet market research. This research can, in turn, lead to improvements in customer relations by enabling the company to supply better products and services.

(AC 3.1 & 3.2)Conduct secondary market research and design an online surveyas part of your research report.

(AC 3.3) Demonstrate the use of electronic customer relationship marketing applied in a company of your own choice.

Task 4: (LO 4: AC 4.1, 4.2)

Marketing efforts done solely over the Internet. This type of marketing uses various online advertisements to drive traffic to an advertiser's website. Banner advertisements, pay per click (PPC), and targeted email lists are often methods used in Internet marketing to bring the most value to the advertiser. Internet marketing is a growing business mainly because more and more people use the internet every day. Popular search engines such as Google and Yahoo have been able to capitalize on this new wave of advertising.

(AC 4.1)Produce an outline internet marketing plan

(AC 4.2)Create a presentation on pay per click advertising

Plagiarism and collusion:

Any act of plagiarism and collusion will be seriously dealt with according to the Edexcel plagiarism policy.

Basically, plagiarism occurs when excerpts, ideas, passages taken from other sources are not properly acknowledged and referenced both in the body of the text and in reference. It is the learner’s responsibility to ensure that they understand all Edexcel guidelines with regards to plagiarism and what Edexcel considers to be an academic offence.

Collusion can be understood as the submission of works produced in collaboration for an assignment based on the assessment of individual work. It is a severe academic offence to share a learner’s work with others who submit a part or the whole of it as their own work. The College has mechanisms in place to detect plagiarism and collusion.

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